Chapter 1

Setting the Stage Online Advertising

A man who stops advertising to save money is like a man who stops a clock to save time .
Henry Ford
  • Online advertising can sometimes seem overwhelming. Around the clock, prospective customers are looking up information on search engines and blogs, emailing, watching videos and consuming endless content online. Within this clutter, how can you make sure you place the right message, at the right time, to the right people? Let us begin by setting the stage.
  • Online Advertising can be largely divided into Search Engine Marketing (SEM), Display advertising,Video advertising and Inbound Sponsored Content Promotion:
  • SEM is an online marketing initiative whereby traffic is driven to a website organically (using Search Engine Optimization (SEO) techniques) or by paid advertisements. Paid search advertising is a means of advertising where text and product ads are displayed along with paid Search Engine Result Pages (SERPS) related to matching key search terms (keywords).
  • Display advertising incorporates banner/ video advertisements across content websites.
  • Video advertising uses text, banner and video ads across YouTube or other video platforms.
  • Sponsored Content Promotion is a method of generating website traffic using platforms such as Taboola or Outbrain to display contextual recommended sponsored links.
  • There are many digital advertising tools and techniques available besides Google AdWords, including advertising networks such as Bing ads, Faceguide ads, Twitter ads, LinkedIn ads and many more. We will focus on Google AdWords – Google’s advertising networks as Google is the world’s largest online advertising platform aggregating about 83% of the world’s advertising inventory or advertising space on websites across the world.

Google’s Advertising Network Search and Display

  • The Googles AdWords Networks consists of Google Search Network (GSN) and Google Display Network (GDN). You can choose where your ads will appear on these networks. GSN includes Google Search and a host of Search Partners like AOL. It also includes other Google properties like Google Maps, Google Shopping (previously known as Google Product Listing Ads – PLAs), YouTube, and other Google Sites. GSN will enable you to advertise the products and services you’re offering and puts you in front of customers who are interested in the kind of products or services you are offering.
  • The GDN aggregates more than a million websites including Google Sites and properties like YouTube, Blogger, Gmail, Google Partner Websites, and mobile apps. GDN enables you to place a variety of ad formats in front of people who are browsing the internet and target people who are consuming content that is related to your products/services. Therefore, even if they don’t specifically access your website or content, they will be able to find you through other outlets as well.
  • Before proceeding to advertising on Google AdWords you will first need to know exactly who your prospective target customers are. We will discuss this in the next chapter.